No ownership and control of your tech
Has your advertising business outgrown third-party technology and reached the point where you need greater control over your product, roadmap, integrations, and costs?
We can help.
Does the next stage of growth require control of the technology?
Take greater ownership of your advertising technology to control your product roadmap, build differentiated features, create new integrations, improve your margins, and develop the capabilities your business needs to grow.
arrow_circle_right OWNERSHIP AND CONTROL EXPLAINED
When does owning your advertising technology start to make sense?
Third-party technology can be an effective way to launch an advertising business quickly.
However, as your business grows, owning strategically important parts of your technology stack can give you greater control over:
- Your product roadmap
- Features and functionality
- Integrations and APIs
- Data and workflows
- Customer experience
- Technology costs and margins
- New products and revenue opportunities
arrow_circle_right SYMPTOMS
How do you know if you need greater ownership of your technology?
If your advertising business has started to outgrow its reliance on third-party technology, then you’ll likely be experiencing one or more of the following:
Your technology is becoming your competitive advantage
The features, workflows, data, and customer experience delivered through your technology increasingly determine how your offering differs from competitors.
You need greater control over your product roadmap
Your growth plans require capabilities that can’t be delivered quickly—or at all—through your third-party provider’s roadmap.
Your requirements are becoming more specialised
Standard platforms no longer fully support the unique products, workflows, integrations, or business models your advertising business needs.
You want greater control over your data and integrations
You need more flexibility over how data flows through your technology, which systems you connect to, and how your data can be accessed and activated.
Third-party fees are becoming harder to justify
Your scale means recurring licensing, usage, transaction, or revenue-share fees are becoming significant compared with the potential cost of owning the technology.
New growth opportunities depend on technology you don’t control
New products, revenue models, markets, or customer requirements depend on capabilities that your existing third-party technology can’t easily support.
Experiencing any of the problems above?
Get in contact with our team and find out how we can help you solve the problems with no ownership and control.
arrow_circle_right THE CAUSES
Why does greater technology ownership become necessary?
Third-party technology can provide the speed, capabilities, and lower upfront investment needed to launch and grow an advertising business.
However, as the business matures, its technology requirements can change significantly and greater ownership can become strategically and commercially important.
Your business has outgrown its original technology strategy
Technology selected to launch the business may no longer provide the flexibility, control, or capabilities needed to support a larger and more complex operation.
Your requirements become more specialised
As your products and customers evolve, you need unique features, workflows, integrations, and capabilities that standard third-party platforms weren’t designed to support.
Technology becomes a competitive differentiator
Your ability to develop unique products, automate workflows, use data, and create better customer experiences increasingly depends on the technology behind your offering.
Your scale changes the economics
Higher volumes, media spend, transactions, and revenue can make recurring third-party fees less attractive compared with the potential economics of owning the technology.
New growth opportunities require greater control
Expanding into new products, business models, channels, or markets can require capabilities and flexibility that aren’t available through your existing technology.
arrow_circle_right THE BUSINESS IMPACT
How a lack of technology ownership impacts your business
When technology becomes strategically important but remains outside your control, it can restrict growth, slow product development, limit differentiation, reduce margins, and make your business increasingly dependent on third-party providers.
Slower product development
New features and improvements depend on third-party roadmaps, APIs, and limitations, making it harder to develop your product at the pace your business requires.
Limited competitive differentiation
When competitors can access the same underlying technology, it becomes harder to create unique capabilities, workflows, and customer experiences.
Missed growth opportunities
New products, business models, customers, or markets can become difficult to pursue when the required technology isn’t available or can’t be customised.
Lower margins
Licensing, usage, transaction, and revenue-share fees mean third-party providers continue capturing part of the value generated as your advertising business grows.
Less control over your data and technology
Vendor restrictions can limit how you access data, build integrations, automate workflows, and connect new technologies to your existing ecosystem.
Greater strategic dependency
Your products and operations become increasingly dependent on another company’s technology, pricing, roadmap, availability, and long-term priorities.
arrow_circle_right SOLUTIONS TO THE PROBLEM
How we can help you take greater ownership of your advertising technology
01. Assess
Determine which parts of your technology are strategically and commercially worth owning.
We can assess your:
- Existing technology stack
- Product and growth roadmap
- Third-party dependencies
- Technology costs and margins
- Data and integration requirements
- Competitive differentiation
- Future technology requirements.
Output: An ownership strategy identifying what to build, buy, and continue renting.
02. Define
Define the business and technical foundations for the technology you want to own.
We can:
- Define product and business requirements
- Prioritise features and capabilities
- Design the architecture
- Map data and integrations
- Define the MVP
- Plan migration from existing technology
- Create a development roadmap.
Output: A business and technical blueprint for your proprietary technology.
03. Build and migrate
Develop your proprietary technology and transition away from third-party dependencies where appropriate.
We can:
- Build custom AdTech platforms and components
- Develop differentiated features
- Integrate existing systems and vendors
- Migrate data and workflows
- Replace selected third-party components
- Automate business processes
- Introduce data and AI capabilities
Output: Owned advertising technology integrated into your existing ecosystem.
04. Evolve
Continuously develop your technology as your business grows.
We can help you:
- Add new products and features
- Introduce new integrations
- Improve scalability and performance
- Optimise infrastructure and costs
- Modernise architecture
- Maintain and support the platform
- Adapt the technology to new business opportunities
Output: Proprietary technology that evolves alongside your business.
Want to take control of your product, roadmap, and costs?
Get in contact with our team and find out how we can help you.
arrow_circle_right EXPECTED OUTCOMES
What outcomes can you expect from taking greater ownership of your technology?
Owning the strategically important parts of your advertising technology can give you greater control over your product, economics, and technology while creating a stronger foundation for future growth.
Business outcomes
Greater control over your roadmap
Faster product development
Greater competitive differentiation
New growth opportunities
Improved margins
Greater commercial flexibility
Reduced strategic dependency
Technical outcomes
Greater technology ownership
Customisable functionality
Greater control over data
More flexible integrations
Scalable architecture
Reduced vendor dependency
Technology aligned with your business
arrow_circle_right CASE STUDIES
Examples of projects we’ve worked on
arrow_circle_rightContact us
Ready to take control of your technology?
Get in contact with our team and find out how we can help you.
Radosław Kostecki
Business Unit Director